I have selected the Holiday Party PSA for analysis. The message to the public is buzzed driving is drunk driving. I would hashtag this PSA with #CallACar with the thought being if you want the audience to walk away with a quick and easy to remember message, calling a car when there is even the slightest chance of impaired driving is the right move.
The audience for this PSA is working professionals while I believe anyone could get this message and benefit from it, with the setting of an implied office party and “Christina from Accounting” is a clear indication that this is a work related social function.
The linguistic mode helps the author identify a main component of the PSA, buzzed driving is drunk driving. The delivery of the spoken word is not of a person who has had far too much to drink. His words are clear and concise except with no hesitation, a possible characteristic of someone who has had enough to drink to still be coherent and not hold back.
The interaction between the characters in the gestural mode allows the author to target the intended audience of working professionals. The buzzed driver who says too much is confident and calm when talking about his ex-girlfriend. Christina has the facial expression of what you would expect from someone who encounters a coworker whom she has had limited interaction with and looks shocked at the offer to see photos. Through these interactions it can be implied that the buzzed driver has had just enough to have no verbal filter but also not drunk enough to realize that he needs a ride home, a characteristic not likely present in someone who is beyond buzzed.
The setting for Holiday Party further assists to carry the message to the intended audience of working professionals through the visual mode. Would this PSA be intended for college students it would be highly unlikely that the characters would be dressed in business casual attire. There would be neon signs and posters of Bob Marley as opposed to the snowflakes, string lighting and floral arrangements on the table. You can see that the author is aiming at individuals who attend functions where drinking is social but still enough to affect driving ability.
The Journey 